Customers Segments and Target Audience

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The company business model concept is identified as a multi-sided platform as the company will serve two different types of customers: Taiwanese Asian collectors and Latin American artist. The company will focused to deliver value to both customers by acting as the intermediary in connecting them. Sello de Agua Art （洋璽藝術） will serve both simultaneously.

8.1. Customers Segments and Target Audience

The customer segments will be the target audience, collectors identified as art lovers seeking to increase their enjoyment and uniqueness in their art collections through foreign art, particularly through under-represented art as is the case of Latin American art. In this sense the customer targeted by Sello de Agua Art （洋璽藝術） will have special traits in their behavior as art collectors, being extremely interested in acquiring art for enjoyment and with a strong disposition of approaching art collection as a important area of their life fulfilling both emotional needs as well as social needs and sophostication. This focus will be important to company as according to several wealth management institutions and companies, the emotional returns remains the key driver for art buyers and investors, so it needs to be embedded in our approach to promote art.

Figure 26 Company business model.

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The professionalization in offering real investment opportunities will be a key component in the sello de agua art offerings and value delivered to our customers.

The targeted audience, as noted before, will be art lovers, emerging collectors and art dealers. All of whom will be located in the high end socioeconomic class, considered High Net Worth Individuals (HNWI) or elite pocket individuals that posses a net worth of US$1 million or more (NT$30 M). In this class exists a complex set of attitudinal, aspirational and lifestyle characteristics that drive purchase choices and marketing responses. According to research, these individuals are interested in lifestyle activities as golf, physical fitness, and in intellectual and creative driven activities as will be the product offered by our company. This class is usually focus to drive two aspects in their life when they buy: distinguish themselves and to enrich their life experience. The company will focus in this class and in their response.

We use an empathy map to describe our main target customer. We decide to choose, Henry, a 46 year old, living in Taipei and educated in United States and Europe. He works in the IT sector, and has a managerial status. He usually plays golf with his friends, has a sport car and two kids. He likes wine tasting and to be involved in intellectual activities with his friends. After 35 he started to be interested in collecting art and in attending regularly to art exhibitions because his bosses usually invited him to art gatherings. He is intellectually driven and wants to prove himself to his social mates by his knowledge and singularity. After some years collecting art he is now more engage in it, attending to art fairs, auction houses and fairs in nearby countries, as Hong Kong.

What does he see?

 Friends and colleagues regularly engaging in cultural activities as art exhibtion openings, wine tasting and golf.

 Same type of art, with not differentiation, same offerrings, tradition.

What does he hear?

 Dealer 1: Check our new exhibition, new emerging Taiwanese artists, you will be surprised, he is very different.

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 Would like to see a different variety of artists, new art.

 Would love to develop a collection that is international and different from my friends.

 I feel awesome when my friends know I am different and sophisticated.

What does he say and do?

 I love this new artist from Indonesia, so fresh, so different. Great that they bring him to Taipei.

What is the customer pain?

 No real diversification in the market, too local and too regional.

 From the western art, always from Europe and US, and some not seem extraordinary.

What does the customer gain?

 Diversification in his consumption.

 Knowledge of a different type of art.

 Art with a different and fresh point of view.

Based in this empathy map collectors targeted by Sello de Agua Art （洋璽藝術）

will need to be extremely opened and interested in other manifestations of art different from the common available, not only in Taiwan, but also in Asia. The collectors targeted in this sense will be educated and high-income individuals between 29 and 55, with a sophisticated life and life experience through traveling, education, professional success and developed personal relations. Extremely joyful, intellectually driven and open to life. Their approach to collections will imply a real interest in acquiring rare and special pieces of art from all the world, not only from their own tradition.

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Collectors in this sense will be identified as already developed art collectors but whom they want to increase the value and uniqueness in their collections.The company in this sense will be focused in relatively young to middle mature art collectors. A second collector’s base will be foreigners living in Taiwan which can be considered wealthy enough to be interested in acquiring art from other countries. In this group mainly European and American collectors will be targeted. This group will be mainly composed of executives working in multinational companies as well as government officials whom like art and enjoy art collecting.

A third group of collectors targeted will be corporate collectors, both public and private collectors, as Museums and private art foundations. This group can be developed through time as the company solidifies its place in the market. Several collectors of this type exist in Taiwan.

The last collectors base will be those located outside Taiwan, mainly in Mainland China.

This collectors will be in the same type of bracket as the Taiwanese collectors:

extremely opened and interested in other manifestations of art different from the usually available in China, educated and high income individuals, with a sophisticated life and life experience through traveling, education and developed personal relations. They could be in their late 20s until mid 50s. Also collectors with a link to Latin America as well as foreigners living in China will be in the scope of Sello de Agua Art（洋璽藝 術）.

In the case of Latin American artists the group targeted will be those perceived as already in their middle to mature to consolidated careers, but without a penetration in Asia and Taiwan markets, with high internal and external value already embraced in their country. Emerging Latin America artists will also be promoted.

According to the internal value, the artist promoted will need to have a personality perceived as special, visionary and with creative original works. Related to their external value 2 important criteria will be used to select the artist: enjoying a strong network of partners, supporters and colleagues in their home country, and have built an environment that has already embraced their work internally and in International markets.

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Emerging artists will also be promoted, embodying as well a visionary, creative and original personality, but without a strong network of partners, supporters or colleges based on their youthful or initial career stage. These artists will also have a respected reputation, with participation experience in-group exhibitions at regional museums, local galleries and museums, including limited newspaper reviews and catalogues.

Table 10 Criteria for Selection of Sello de Agua Art （洋璽藝術) artists

Internal Value External Value

Mature  Personality perceived as special.

 Visionary and creative original works.

 Receive scholarships and grants.

 Participate in artistic residencies and or artistic groups.

 Won prizes and mentions.

 Group shows at national museums.

 Solo shows at regional museums and galleries.

 Collection by national museums and important collectors in their respected countries.

 Highly reviews in journals or with publishers with national distribution.

Emerging  Personality perceived as special.

 Visionary, creative and original works.

 Without a strong network of partners, supporters or colleges based on their youthful or initial career stage.

 Respected reputation

 Participation in group exhibitions at regional museums and local galleries and museums

 Limited newspaper reviews and catalogues

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立 政 治 大 學

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